Selective interactivity

ABSTRACT

A system may selectively deliver interactive portions of a piece of content, based for example on a recipient user&#39;s historical tendency to use interactive portions of prior content. Multiple levels of interactivity may be defined for a given piece of content, such as an advertisement, and different users may receive different levels of interactivity based on how much they use interactive features. Some users may receive no interactive features at all, while others may receive the interactive features, and despite the fact that all of the users&#39; devices may be perfectly capable of processing the interactive features for the user. The omission from transmission may conserve bandwidth and transmission resources.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. application Ser. No.13/800,579, filed Mar. 13, 2013, which is hereby incorporated byreference in its entirety.

BACKGROUND

The growing sophistication among users and their content consumptiondevices, such as their digital video recorders (DVRs), tablet computers,etc. has led to an increased availability of interactive options whenconsuming content. Watching a television program may include interactiveoptions to respond to the program. These options consume bandwidth andtransmission resources, however, and there remains an ever-present needto more efficiently use available resources.

SUMMARY

The following summary is for illustrative purposes only, and is notintended to limit or constrain the detailed description.

Some of the features described herein may allow a content provider, adata services provider, a network operator, or the like, to selectivelyavoid delivering interactive content, or an interactive portion of apiece of content; to users who are not likely to actually use theinteractive content. For example, if a television commercial includes aninteractive option allowing a user to request more information about anadvertised product, that option might be delivered to a first user whooften or regularly responds to such options, but the option might not bedelivered to a second user who seldom or never responds to such options.Even if the second user's devices have the processing resources neededto offer the interactive option, network resources that would otherwisebe consumed by delivering unwanted or unlikely to be used interactivedata or components, would be saved.

In some embodiments, one or more computing devices may monitor a user'shistorical level of usage of interactive features that accompany or areincluded in content consumed by the user. The user's historical level ofusage of interactive features may be monitored and stored or learned todetermine a level of interactivity. Such levels, alone or together withother data, may be used to deliver content, such as different content,to the user. Different levels of interactivity may be defined for apiece of content, such as one with no interactivity, and another withone or varying levels of interactivity, such as an option to receiveadditional information, to manipulate a graphical object displayed inthe content, etc.

In some embodiments, a one or more computing devices may store orotherwise have access to, information identifying one or more conditionsfor a user to receive interactive features, and for each of a pluralityof interactive features, conditions for varying levels of interactivity.The conditions may identify a frequency with which a user historicallyaccesses interactive content, or a frequency with which a userhistorically uses a preidentified interface or random option withinteractive content.

In some embodiments, it may determined that two sequential pieces ofcontent have interactive options, and that the user is engaged with aninteractive option for a first one of the sequential pieces of content.In response, interactive features of the second one of the pieces ofsequential content may not be transmitted to the user, or removed fromthe second content before the second content is sent to the user.

Some embodiments may involve identifying a plurality of interactivefeatures available for a piece of content (e.g., video content),delivering the video content to a plurality of user devices, andselectively delivering some or all of the interactive features to theplurality of user devices, e.g., based on corresponding or particularusers' historical patterns of using interactive features. One disclosedimplementation may also select interactive features for a user based ona frequency with which the user has previously engaged in interactivefeatures, and/or based on what type of features were engaged. Theimplementation may identify one or more user interface options for afirst one of the interactive features, and determine a frequency withwhich the user has previously engaged in interactive features using theidentified one or more user interface options. It may also identify oneor more user consumption devices for a user, and determine a frequencywith which the user has previously engaged in interactive features usingthe identified one or more user consumption devices. In someembodiments, the determination of whether to send an interactive featureto a user may be made based on the type of interactive features that theuser uses, without requiring any particular frequency of use. Forexample, if the user uses reacts to interactive features that are games,but not to features that merely provide additional information about anadvertised product, then the system may withhold the unused interactivefeature type from future advertisements that are sent to the user.

The summary here is not an exhaustive listing of the novel featuresdescribed herein, and are not limiting of the claims. These and otherfeatures are described in greater detail below.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other features, aspects, and advantages of the presentdisclosure will become better understood with regard to the followingdescription, claims, and drawings. The present disclosure is illustratedby way of example, and not limited by, the accompanying figures in whichlike numerals indicate similar elements.

FIG. 1 illustrates an example communication network on which variousfeatures described herein may be used.

FIG. 2 illustrates an example computing device that can be used toimplement any of the methods, servers, entities, and computing devicesdescribed herein.

FIGS. 3 a-c illustrate example screen displays for different levels ofinteractivity.

FIG. 4 illustrates an example process flow for implementing variousfeatures described herein.

FIG. 5 illustrates an example process for determining whether aninteractive portion of content is received by a user.

DETAILED DESCRIPTION

In the following description of various illustrative embodiments,reference is made to the accompanying drawings, which form a parthereof, and in which is shown, by way of illustration, variousembodiments in which aspects of the disclosure may be practiced. It isto be understood that other embodiments may be utilized, and structuraland functional modifications may be made, without departing from thescope of the present disclosure.

Various features described herein allow for the conservation oftransmission resources, such as bandwidth, when delivering information(e.g., software, data, etc.) for interactive experiences that accompanya primary presentation of information. For example, some videoadvertisements may include interactive features that the user can use toengage with the ad. In some embodiments, these features may be withheldfrom certain users who are deemed to be unlikely to actually takeadvantage of the interactive features. Withholding the delivery of thoseinteractive features to those users may help conserve data transmissionbandwidth and processing.

FIG. 1 illustrates an example communication network 100 on which many ofthe various features described herein may be implemented. Network 100may be any type of information distribution network, such as satellite,telephone, cellular, wireless, etc. One example may be an optical fibernetwork, a coaxial cable network, or a hybrid fiber/coax distributionnetwork. Such networks 100 use a series of interconnected communicationlinks 101 (e.g., coaxial cables, optical fibers, wireless, etc.) toconnect multiple premises 102 (e.g., businesses, homes, consumerdwellings, etc.) to a local office or headend 103. The local office 103may transmit downstream information signals onto the links 101, and eachpremises 102 may have a receiver used to receive and process thosesignals.

There may be one link 101 originating from the local office 103, and itmay be split a number of times to distribute the signal to variouspremises 102 in the vicinity (which may be many miles) of the localoffice 103. The links 101 may include components not illustrated, suchas splitters, filters, amplifiers, etc. to help convey the signalclearly, but in general each split introduces a bit of signaldegradation. Portions of the links 101 may also be implemented withfiber-optic cable, while other portions may be implemented with coaxialcable, other lines, or wireless communication paths. By running fiberoptic cable along some portions, for example, signal degradation may besignificantly minimized, allowing a single local office 103 to reacheven farther with its network of links 101 than before.

The local office 103 may include an interface, such as a terminationsystem (TS) 104. More specifically, the interface 104 may be a cablemodem termination system (CMTS), which may be one or more computingdevices configured to manage communications between devices on thenetwork of links 101 and backend devices such as servers 105-107 (to bediscussed further below). The interface 104 may be as specified in astandard, such as the Data Over Cable Service Interface Specification(DOCSIS) standard, published by Cable Television Laboratories, Inc.(a.k.a. CableLabs), or it may be a similar or modified device instead.The interface 104 may be configured to place data on one or moredownstream frequencies to be received by modems at the various premises102, and to receive upstream communications from those modems on one ormore upstream frequencies.

The local office 103 may also include one or more network interfaces108, which can permit the local office 103 to communicate with variousother external networks 109. These networks 109 may include, forexample, networks of Internet devices, telephone networks, cellulartelephone networks, fiber optic networks, local wireless networks (e.g.,WiMAX), satellite networks, and any other desired network, and thenetwork interface 108 may include the corresponding circuitry needed tocommunicate on the external networks 109, and to other devices on thenetwork such as a cellular telephone network and its corresponding cellphones.

As noted above, the local office 103 may include a variety of servers105-107 that may be configured to perform various functions. Forexample, the local office 103 may include a push notification server105. The push notification server 105 may generate push notifications todeliver data and/or commands to the various premises 102 in the network(or more specifically, to the devices in the premises 102 that areconfigured to detect such notifications). The local office 103 may alsoinclude a content server 106. The content server 106 may be one or morecomputing devices that are configured to provide content to users attheir premises. This content may be, for example, video on demandmovies, television programs, songs, text listings, etc. The contentserver 106 may include software to validate user identities andentitlements, to locate and retrieve requested content, to encrypt thecontent, and to initiate delivery (e.g., streaming) of the content tothe requesting user(s) and/or device(s).

The local office 103 may also include one or more application servers107. An application server 107 may be one or more computing devicesconfigured to offer any desired service, and may run various languagesand operating systems (e.g., servlets and JSP pages running onTomcat/MySQL, OSX, BSD, Ubuntu, Redhat, HTML5, JavaScript, AJAX andCOMET). For example, an application server may be responsible forcollecting television program listings information and generating a datadownload for electronic program guide listings. Another applicationserver may be responsible for monitoring user viewing habits andcollecting that information for use in selecting advertisements. Yetanother application server may be responsible for formatting andinserting advertisements in a video stream being transmitted to thepremises 102. Although shown separately, one of ordinary skill in theart will appreciate that the push server 105, content server 106, andapplication server 107 may be combined. Further, here the push server105, content server 106, and application server 107 are shown generally,and it will be understood that they may each contain memory storingcomputer executable instructions to cause a processor to perform stepsdescribed herein and/or memory for storing data.

An example premises 102 a, such as a home, may include an interface 120.The interface 120 can include any communication circuitry needed toallow a device to communicate on one or more links 101 with otherdevices in the network. For example, the interface 120 may include amodem 110, which may include transmitters and receivers used tocommunicate on the links 101 and with the local office 103. The modem110 may be, for example, a coaxial cable modem (for coaxial cable lines101), a fiber interface node (for fiber optic lines 101), twisted-pairtelephone modem, cellular telephone transceiver, satellite transceiver,local wi-fi router or access point, or any other desired modem device.Also, although only one modem is shown in FIG. 1 , a plurality of modemsoperating in parallel may be implemented within the interface 120.Further, the interface 120 may include a gateway interface device 111.The modem 110 may be connected to, or be a part of, the gatewayinterface device 111. The gateway interface device 111 may be one ormore computing devices that communicates with the modem(s) 110 to allowone or more other devices in the premises 102 a, to communicate with thelocal office 103 and other devices beyond the local office 103. Thegateway 111 may be a set-top box (STB), digital video recorder (DVR),computer server, or any other desired computing device. The gateway 111may also include (not shown) local network interfaces to providecommunication signals to requesting entities/devices in the premises 102a, such as display devices 112 (e.g., televisions), additional STBs orDVRs 113, personal computers 114, laptop computers 115, wireless devices116 (e.g., wireless routers, wireless laptops, notebooks, tablets andnetbooks, cordless phones (e.g., Digital Enhanced CordlessTelephone—DECT phones), mobile phones, mobile televisions, personaldigital assistants (PDA), etc.), landline phones 117 (e.g. Voice overInternet Protocol—VoIP phones), and any other desired devices. Examplesof the local network interfaces include Multimedia Over Coax Alliance(MoCA) interfaces, Ethernet interfaces, universal serial bus (USB)interfaces, wireless interfaces (e.g., IEEE 802.11, IEEE 802.15), analogtwisted pair interfaces, Bluetooth interfaces, and others.

FIG. 2 illustrates general hardware elements that can be used toimplement any of the various computing devices discussed herein. Thecomputing device 200 may include one or more processors 201, which mayexecute instructions of a computer program to perform any of thefeatures described herein. The instructions may be stored in any type ofcomputer-readable medium or memory, to configure the operation of theprocessor 201. For example, instructions may be stored in a read-onlymemory (ROM) 202, random access memory (RAM) 203, removable media 204,such as a Universal Serial Bus (USB) drive, compact disk (CD) or digitalversatile disk (DVD), floppy disk drive, or any other desired storagemedium. Instructions may also be stored in an attached (or internal)hard drive 205. The computing device 200 may include one or more outputdevices, such as a display 206 (e.g., an external television), and mayinclude one or more output device controllers 207, such as a videoprocessor. There may also be one or more user input devices 208, such asa remote control, keyboard, mouse, touch screen, microphone, camerainput for user gestures, etc. The computing device 200 may also includeone or more network interfaces, such as a network input/output (I/O)circuit 209 (e.g., a network card) to communicate with an externalnetwork 210. The network input/output circuit 209 may be a wiredinterface, wireless interface, or a combination of the two. In someembodiments, the network input/output circuit 209 may include a modem(e.g., a cable modem), and the external network 210 may include thecommunication links 101 discussed above, the external network 109, anin-home network, a provider's wireless, coaxial, fiber, or hybridfiber/coaxial distribution system (e.g., a DOCSIS network), or any otherdesired network. Additionally, the device may include alocation-detecting device, such as a global positioning system (GPS)microprocessor 211, which can be configured to receive and processglobal positioning signals and determine, with possible assistance froman external server and antenna, a geographic position of the device.

The FIG. 2 example is a hardware configuration, although the illustratedcomponents may be implemented as software as well. Modifications may bemade to add, remove, combine, divide, etc. components of the computingdevice 200 as desired. Additionally, the components illustrated may beimplemented using basic computing devices and components, and the samecomponents (e.g., processor 201, ROM storage 202, display 206, etc.) maybe used to implement any of the other computing devices and componentsdescribed herein. For example, the various components herein may beimplemented using computing devices having components such as aprocessor executing computer-executable instructions stored on acomputer-readable medium, as illustrated in FIG. 2 . Some or all of theentities described herein may be software based, and may co-exist in acommon physical platform (e.g., a requesting entity can be a separatesoftware process and program from a dependent entity, both of which maybe executed as software on a common computing device).

One or more aspects of the disclosure may be embodied in acomputer-usable data and/or computer-executable instructions, such as inone or more program modules, executed by one or more computers or otherdevices. Generally, program modules include routines, programs, objects,components, data structures, etc. that perform particular tasks orimplement particular abstract data types when executed by a processor ina computer or other data processing device. The computer executableinstructions may be stored on one or more computer readable media suchas a hard disk, optical disk, removable storage media, solid statememory, RAM, etc. As will be appreciated by one of skill in the art, thefunctionality of the program modules may be combined or distributed asdesired in various embodiments. In addition, the functionality may beembodied in whole or in part in firmware or hardware equivalents such asintegrated circuits, field programmable gate arrays (FPGA), and thelike. Particular data structures may be used to more effectivelyimplement one or more aspects of the disclosure, and such datastructures are contemplated within the scope of computer executableinstructions and computer-usable data described herein.

FIGS. 3 a-c illustrate examples of interactive features that canaccompany a primary video presentation. In FIG. 3 a , a primary videopresentation 300 may display a scene to a user of a video device, suchas a tablet computing device, smart phone, television, computer monitor,or any other desired device that can be used to present video content toa user. The scene may be a video program that the user has requested toview, such as a video on demand (VOD) offering, a movie, a televisionprogram, a streaming Internet video, an advertisement within a videoprogram (e.g., a commercial appearing in a multicast presentation of atelevision program), or any other desired form of video content. Thevideo content described herein may include an audio portion as well.

An interactive feature may accompany the primary video presentation. Inthe FIG. 3 a example, a pop-up message 301 may appear, inviting the userto press a button on an associated remote control (e.g., a DVR remote, acomputer keyboard, etc.) to request more information about a displayedproduct. For example, the pop-up message 301 may invite the user topress an ‘OK’ button on a remote control, and in response to doing so,the providers of the primary video 300 may arrange to have additionalrelated information sent to the requesting user. In the illustratedexample, the requesting user might receive additional informationregarding an automobile being advertised in the main video 300.

Pressing the ‘OK’ button to request more information is one example ofan interactive function accompanying the main video 300. Supporting thisinteractivity may involve transmitting additional content for thefeature, such as a command to cause the user's display device to presentthe pop-up 301, the textual message in the pop-up 301, and one or moreinstructions to be executed if the user presses the ‘OK’ button whilethe pop-up 301 is displayed. This additional information may be sent aspart of a video stream delivering the main video 300, or in a separatestream that is transmitted apart from the main video's stream (e.g., ina separate concurrent stream, or delivered in advance, etc.). Forexample, an MPEG (Moving Picture Experts Group) stream may use anelementary stream (MPEG ES) to carry software and/or data to provide aninteractive experience in conjunction with the main video stream.

The FIG. 3 a example showed a relatively simple form of interactivity.FIG. 3 b illustrates an example of a more complicated form ofinteractivity. In the FIG. 3 b example, the viewer may be presented withan interactive feature 302 to press a direction on a correspondingcontrol (e.g., directional keypad on a remote control, keyboard, tablet,etc.) to change the color of an automobile shown in the main video 300.This form of interactivity may require more data to support. Forexample, software instructions may need to be provided to identify theportion(s) of the screen that are to change color (e.g., identifying thecar as an object in the screen), identify the available colors andresponses to the button press, in addition to the messaging and pop-updata discussed above for the FIG. 3 a example. The additional, oralternative, data needed to offer the interactive feature 302 may besent in the same types of additional streams (e.g., the MPEG ES, orother related stream) discussed above in the FIG. 3 a example, but wouldrequire a larger amount of bandwidth and processing to handle.

FIG. 3 c illustrates yet another, even more sophisticated, form ofinteractive option. In FIG. 3 c , the viewer may be presented with thesame color-changing option from FIG. 3 b , but may also be presentedwith an option to press a ‘CHAT’ button (e.g., on a remote control,keyboard, etc.) to initiate a live chat with a sales representative whomay answer questions regarding the automobile being advertised in themain video 300. To avoid interrupting the presentation of the main video300, the chat function can be carried out on a different device, such asa user's tablet computing device 303. Other forms of interactioninvolving a second device, different from the one showing the main video300, may involve interactive Internet pages to research a product beingadvertised, a virtual tour of an interior of the automobile, viewingtime-synchronized content to obtain additional details regarding themain video 300 program, participating in second-screen gamessynchronized to the main video 300 program, and any other desired formof interactivity involving a second device.

Supporting this more sophisticated interactive option may requiretransmission of even more data than used in the FIG. 3 b experience. Thesecondary stream may need to carry instructions for coordinatingcommunications with the tablet 303, identifying the viewer's table 303(e.g., as distinguished from other devices that the user may own, suchas a smartphone, or other computing device), communicating with a chatserver for the automobile advertiser, etc. Features herein may helpreduce the amount of interactivity data that is needed to betransmitted, and FIG. 4 illustrates an example process for accomplishingthis.

FIG. 4 illustrates an example process that may be performed inaccordance with one aspect. The process may be implemented in a networkenvironment having devices such as an application server 107, a user'sconsumption or access device (e.g., display device 112, gateway 111,personal computer 114, wireless device 116, etc.), or any other desiredcomputing device. The FIG. 4 process is discussed below, forillustration only, using interactive advertising as an example, but theprocess can be used for any form of data transmission where interactivefeatures may be offered or available. For example, the process may beused for interactive video programs, video games, audio programs, audiogames, web pages, user interfaces, electronic messages, and any otherdesired form of content.

In step 401, a computing device such as an application server 107 maydetermine whether an advertisement update is desired. In general, anupdate may be desired whenever a new advertisement is added to theapplication server for eventual delivery to users (e.g., when anadvertiser provides its new commercial to a service provider), or whenan existing advertisement is modified (e.g., the advertiser may decideto remove an interactive contest option because the contest has ended).This determination may be made proactively or in response toconsideration of a variety of factors. For example, a systemadministrator may decide to upload a new commercial that has beenreceived from a sponsor, e.g., of a television program; or a serviceprovider may decide to insert a new local commercial into a nationaltransmission, e.g., a multicast feed. Updates may also entail modifyingexisting advertisements. For example, a sponsor may decide to cut a30-second commercial down to only 15 seconds. Or the sponsor may wish tochange (or remove, or add) the interactive features that accompany anexisting commercial. For example, the sponsor may decide to placeadditional restrictions on a promotional contest (e.g., reducing acoupon's value, raising eligibility requirements, etc.), if initialresponse to the promotion has exceeded expectations.

If an advertisement update is needed or desired, then in step 402, oneor more computing device may identify one or more levels ofinteractivity for the new or updated advertisement. This identificationmay be made by a user (e.g., a system administrator using an interfaceindicating levels of interactivity), or it can be performedautomatically (e.g., a computing device such as an advertising server107 may retrieve an indicated advertisement, and the additionalinteractivity may be transmitted with the ad). The levels may varydepending on the content, and the FIGS. 3 a-c illustrate one example ofhow a single piece of content (e.g., an automobile advertisement) canhave multiple levels of interactivity.

In step 403, one or more computing devices may prepare the differentlevels of interactivity for delivery to users. This preparation mayentail retrieving the software and data associated with each level ofinteractivity, and processing the software and data for transmission onany delivery networks (e.g., network 101) to be used to deliver theinteractive content to users. For example, separate MPEG elementarystreams may be prepared for each level of interactivity, and informationmay be stored to indicate which stream corresponds to which level ofinteractivity. In some embodiments, this preparation of interactivitylevels may involve first determining whether any users are expected towant the interactivity. For example, it may be possible that in anentire neighborhood serviced by an advertising server 107, no householdshave ever engaged in a type of interactivity that can be offered with anadvertisement (e.g., an automobile commercial that includes aninteractive option to initiate a video chat session with a local dealerrepresentative). In such a situation, the advertising server 107 maydetermine that step 403 may be skipped.

One or more computing devices may also store conditional informationapplicable to the different levels of interactivity. The conditionalinformation may identify one or more prerequisites, preferences, orconditions that may help determine whether a particular interactivefeature is to be delivered to a particular user. One condition may bebased on the user's consumption device for the main content, such asmain video 300. For example, the FIG. 3 b interactivity level may onlybe applicable if the user is using a DVR to view the content (e.g., ifthe software used to change the color of the automobile is written torun on the DVR's processor), or if the user is using a device thatsupports the software language in which the color-changing feature iswritten.

Another condition may involve other devices besides the one used for themain content. For example, the FIG. 3 c interactive chat feature mayrequire the presence of the second computing device 303. For this levelof interactive service, the computing device may store informationindicating that the service should only be provided to users who have aregistered secondary device 303 that supports that feature. Thiscondition may also require certain types of networks or connectionqualities, and/or availability of certain interface options on theuser's main and/or secondary device. For example, availability ofdirectional buttons, accelerometers, gyroscopes, cameras, and otherfeatures may be a condition for using certain interactive features(e.g., one feature may involve the user tilting the second device 303 tosee different views of the automobile, and that feature would only be ofuse to users whose devices have an accelerometer/gyroscope).

Another condition may involve the user's previous history of usinginteractive features. For example, a service provider or any party maystore information indicating that the highest level of interactivityshould only be delivered to users who regularly interact withinteractive feature. Using the FIGS. 3 a-c examples, the serviceprovider may determine that the FIG. 3 c level of interactivity shouldonly be delivered to users who use 80% or more of offered interactivity,and that the FIG. 3 b level of interactivity should only be delivered tousers who use between 30% and 79% of offered interactivity, and thatusers who use 29% or less of offered interactivity should only bepresented with the FIG. 3 a level of interactivity. These requirementlevels described herein may indicate a probability that the user willuse the corresponding type of interactivity (e.g., the user is 30%likely to hit the ‘ok’ button on a pop-up). The conditions may alsoindicate a frequency with which the user uses specific devices and/orinterface options and/or the types of interactive options used (e.g.,options for additional information, sports or movies genres, shopping,commerce, education, travel, etc.). For example, one level ofinteractivity may be limited to those users who use their accelerometersa minimum of 60% of the time that interactive features involvingaccelerometers are presented to the user (e.g., a commercial may inviteusers who are viewing the commercial on a tablet having an accelerometerto rotate their tablet and see alternative views of an advertisedproduct, such as an automobile).

Another condition may involve the current state of the data deliverynetwork 101, and the available bandwidth. For example, the serviceprovider may establish network conditions that must be met before aparticular level of interactive service is delivered to a user. Forexample, the highest level of interactive service may require thegreatest amount of data traffic, and the service provider may establisha condition that prohibits delivery of the highest level if theavailable bandwidth falls below a predetermined amount (e.g., 20%). Theservice provider may, for example, adjust the percentages in theprevious condition upwards or downwards in response to changing networkconditions and available bandwidth. If bandwidth availability is low,then the service provider could increase the 80% threshold for thehighest level of interactivity to a higher value, such as 90%. Raisingthis threshold may reduce the amount of traffic needed to deliverinteractive experiences, to accommodate the lowered amount of availablebandwidth.

Another condition may include a time-based restriction on a number ofinteractive features that can be offered to the user. Some contentproviders may wish to limit the number of interactive features, topotentially help avoid overloading users, and to keep interactivefeatures new and interesting for users. Such a condition may, forexample, indicate that a user should be given no more than oneinteractive feature offering per hour of programming consumed.

The computing device may also store combinations of any of theconditions described above. For example, a condition may be acombination of a network condition and device condition (e.g., allowinteractivity on the user's tablet, when the user is viewing content onthe DVR, only if available bandwidth to the user exceeds 30% ofavailable capacity to the user).

In step 404, the computing device may determine, for one or more users,who may in a group, region, or associated with a particular distributiondevice or network, whether a user update is desired. A user update maybe desired when there is a change in a user's account or profileinformation. For example, if a new user registers for a content deliveryservice, then a user update may be desired to establish user profileparameters identifying the content and/or services that may be deliveredto the user, and their corresponding conditions. As another example, auser who is already registered may need to update his/her registrationinformation when the user obtains a new computer, tablet, or otherdevice, or if the user wishes to identify a different device for receiptof the primary and/or interactive content, or change the conditions ofservice.

If a user update is desired, then in step 405, the user's configurationinformation may be updated (or created, in the case of a new user). Theconfiguration information may include a database storing informationidentifying the user, the user's payment parameters (if applicable), theservices and content accessible to the user, and various conditionsunder which interactive features are to be offered to the user. A usermay update the configuration for his/her account, for example, bylogging in to a web page for a service provider. In doing so, the usermay adjust various personal preference parameters surrounding the user'saccess to interactive content that is associated with a main contentbeing consumed. Examples of these parameters are discussed below.

As one example, the user may identify a preferred device for receivinginteractive content, or for providing responses to interactive content.For example, the user may specify one or more devices (e.g., the user'stablet, smartphone, personal computer, DVR, etc.) on which the userwishes to receive interactive content. The individual devices may beregistered with the service provider as part of the user registrationprocess.

The identification of preferred device may also depend on which deviceis being used to present the main content. For example, the user mayindicate that when main content is being displayed on “Television 1”(identified using any suitable identification, such as name, deviceidentifier, MAC—Media Access Control address, etc.), the user wishes toreceive interactive content (associated with the main content) on theuser's DVR that is supplying the television with the main content,and/or on the user's tablet computer. The user may also indicate thatwhen the main content is being displayed on the user's tablet computer,then the associated interactive content should be delivered to theuser's tablet as well, to be displayed alongside the main content, andthat the DVR need not receive the interactive content.

The personal preferences can also identify the user's device'sinteractive capabilities, and whether those capabilities are accessiblefor interactive content. For example, the user's smart phone may includea front-facing camera, rear-facing camera, global positioning system(GPS), a compass and an accelerometer, and the stored preferenceinformation may identify these capabilities, as well as any indicationas to whether the user wishes to permit their use for interactivefeatures (e.g., a user may wish to not use any interactive features thatrequire an accelerometer, or that would use a camera on their tablet orsmart phone).

The personal preferences can also identify the types of main content forwhich the user does, or does not, wish to engage in interactive content.For example, if the user enjoys participating in game shows, then theuser's profile may indicate that the user wishes to receive that form ofinteractive content. If the user does not wish to participate in newsprogram polling, then the user's profile may also indicate that distasteof the user.

As noted above, the user configuration update may be initiated by a useraccessing a service provider web page. In some embodiments, the userprofile may also be updated by the service provider. Many of the sameparameters discussed above can be tracked by the service provider aswell, and stored in a service provider database at the computing device107. For example, the service provider may store information identifyingthe user, and identifying the number of times and/or frequency withwhich the user engages with interactive content.

The service provider may store information identifying the device(s)that the user uses to engage with interactive content, and which devicesare most favored by the user. For example, the service provider may notethat a user uses his/her tablet to respond to thirty (30) interactiveofferings per week, and uses his/her DVR to respond to fifty (50)interactive offerings per week, and that the user never uses his/herpersonal computer or smart phone to engage with interactive features.

The service provider may track the types of interactive content, andcorresponding main content, that the user favors. For example, theservice provider may track a percentage of interactive offerings towhich the user responds, and the characteristics of those offerings. Theservice provider computing device may determine that the user respondsto 75% of interactive offerings that are related to automobileadvertisements, and only 10% of the interactive offerings that arerelated to home cleansers.

The service provider computing device may determine that, of theinteractive features that the user used, the user used his/her DVRcontroller 90% of the time, used his/her tablet computer 10% of thetime, and never used his/her smart phone.

The service provider computing device may also monitor the user's devicefeatures that were used for interactive responses. For example, thecomputing device may note that the user consistently responded tointeractive features that relied on a tablet computer's accelerometer,and that the user occasionally (e.g., 50% of the time) took advantage ofthe table computer's GPS capabilities when using interactive content,but that the user never used an available front-facing camera on thetablet device.

The service provider computing device may also monitor the types ofinteractive features that the user tended to enjoy. For example, theFIGS. 3 a-c examples showed various features. If the user regularly(e.g., 80% of the time offered) selected the ‘OK’ button to receive moreinformation, but rarely (e.g., 0.05% of the time offered) selecteddirectional buttons to change color of the object, then the computingdevice may store information indicating this history. Types ofinteractive features may include game playing, manipulation of 3-Dobjects, changing of color and/or appearance of graphical objects,features that require initiation of additional data streams of content,and any other desired form of interaction.

The various configuration preferences and tracked information discussedabove can be combined as well. For example, the user may indicate apreference using a combination of the device capability preference andmain content device preference (e.g., when main content is viewed on adisplay connected to the user's DVR, use the user's tablet computer forinteractive features, but do not use the tablet's accelerometer—however,if the main content is viewed on the tablet, then use the tablet forinteractive features, and enable the accelerometer).

In step 406, the computing device may determine whether it is time todeliver an interactive advertisement to a user. To make thisdetermination, the computing device may first be provided withinformation identifying content that the user (and various other users)is watching, and the playback time of the user's consumption of thecontent. For example, the computing device may note the time when theuser began watching the a program on demand, and may retrieve a scheduleof when interactive segments (such as, but not limited to,advertisements) are to appear in the program (or during a commercialbreak in the program), and by comparing the current time with theschedule, the computing device may determine when it is time to deliveran advertisement to the user.

This determination may also be simpler, if the user is consuming ascheduled multicast content that is being transmitted according to apredetermined schedule (as opposed to on demand). For example, a linearbroadcast of a nightly news program may begin at 6 pm on weeknights,with predetermined commercial breaks at 6:08, 6:12 and 6:18. Thecomputing device may obtain, from the user's consumption device (e.g., aDVR, tablet computer, smart phone, etc.) an identification of thescheduled program that the user is viewing, and may retrieve informationidentifying the predetermined commercial break schedule for the program,to determine when it is time to deliver an advertisement to the user.

If it is time, then in step 407, the computing device may obtain theuser's profile in step 407 by retrieving the one or more data filescontaining the user's information. As discussed above, the user'sprofile may identify a wide range of interactivity preferences of theuser, and the interactivity feature usage history of the user.

In step 408, the computing device may obtain the network status. Thenetwork status may indicate, for example, the amount of current networkusage being made by the user, or by all users served by the computingdevice, and the amount of available resources (e.g., bandwidth,processing capacity at the interactive feature application server 107,etc.).

In step 409, the computing device may determine the appropriateadvertisement interactivity level for the user, based on the userprofile information and the network status information, and on theoverall available number of levels provided by the content source (e.g.,the producer of the advertisement). By selecting the interactivitylevel, the computing device may avoid the transmission of softwareinstructions and data for interactive features that the user is notlikely to use, or that the user does not wish to receive, therebyconserving that amount of bandwidth. Note that in doing so, the user'sconsumption and/or second device may be fully capable of supporting theinteractive features (e.g., the user's device may have all the resourcesneeded to process and display the interactive features), but thedecision to send a lower level of interactivity, and omit certaininteractive features, may result in sending the user a version of thecontent that omits features that the user's device is able to support.On a larger scale, the computing device may service a wide range ofusers, all of whom may have devices that are able to handle interactivefeatures, but rather than consume the bandwidth to transmit thesefeatures to all of the users' devices, the computing device mayselectively transmit the interactive features to just the users who aremore likely to actually use the interactive features. In someembodiments, a user who originally did not receive interactive featuresmay request to have those features delivered to him/her via an upstreamcommand. The user may also change his/her interactivity settings toallow selected levels of interactivity for different programs and/orservices, and can also reset his/her settings to allow the system toreset the user's history information and start anew with tracking theuser's behavior patterns.

In step 410, the computing device may retrieve the software and dataneeded to support the selected ad interactivity level, and generate oneor more data transmission streams to provide the resources for theinteractive features. As noted above, the additional transmission streammay be an MPEG ES accompanying an MPEG stream that carries the mainvideo 300. In such an embodiment, the user's MPEG decoder (e.g., withinthe consumption device being used to consume the main content) maydecode the MPEG ES and provide the contents to the device (e.g., thesame consumption device, or a different one) that will provide the userwith the interactive feature, and those contents, when executed by thereceiving device, may result in providing the interactive experience tothe user. If, from step 409, it was determined that no interactivefeatures are to be provided to the user for the current advertisement,then in step 410, the ad may simply be transmitted in a basic form,without interactive features.

In step 411, the computing device may receive information from theuser's consumption device (e.g., DVR 113) and/or the user's secondarydevice (e.g., tablet 303), indicating a degree with which the user isengaging in the interactive features. This may include providing userinput responses that the user has entered in to the devices (e.g.,button keypresses, menu options chosen, motion detected viaaccelerometer, etc.). Alternatively, this information may indicate thatthe user declined to engage in any of the interactive features that weretransmitted and offered, or otherwise made available, to the user.

In step 412, the computing device may update the user's profile, addinginformation identifying the interactive features that were transmittedto the user, and the level of responsive interaction made by the user.The stored information may also indicate whether the user has concludedusing the interactive features. This information may be useful foravoiding inundating the user with interactive options before the user isready for them. For example, if two commercials are transmittedsequentially, each with an interactive feature, the user may choose tointeract with the first one. If, by the time the first commercial endsand the second commercial begins, the user is still engaged with theinteractive feature related to the first commercial, then in step 406(for the second commercial), the computing device may determine that theinteractive portion of the ad should not be delivered to the user,because the user is already engaged in an interactive session for thefirst commercial.

In step 413, the computing device may determine whether the user'sinteractivity requires further response. For example, if the userselected to initiate a chat session to ask about an advertisedautomobile, then the computing device 413 may take steps necessary forestablishing the requested chat session with the automobile provider.The appropriate response will depend on the type of interactive featurethat was offered, and the software instructions and/or data needed forthe response may be established when the advertisement's interactivitylevels were prepared in step 403.

In some embodiments, the response may involve a reward for the user. Anadvertiser may run a promotion with prizes, and if the user's responsesatisfies the advertiser's conditions (e.g., scoring a certain number ofpoints in an interactive game), then the user may be granted thecorresponding reward.

If a response is needed, then in step 414, the computing device mayretrieve the associated software instructions for the advertisement'sresponse, and execute them to provide the response.

As a result of the FIG. 4 process, a user who is likely to useinteractive content may receive the content with its interactiveportion, while a user who is not likely to user interactive content mayreceive just the non-interactive portion of the content (e.g., anaudiovisual portion) without the interactive portion (e.g., informationthat supports viewing alternative images of a product being advertised).FIG. 5 illustrates this conceptually. The content 500 may include bothan interactive portion 501 a (e.g., a script that allows the user toview different images of an advertised product) and a non-interactiveother portion 501 b (e.g., audio and video for a 30-second commercial,with no interactivity). This content may be processed by a computingdevice executing a decision engine or business rules 502 to determinewhich users are likely to use interactive content. Users who areunlikely to use the interactive portion may receive the other portion501 b of the content without the interactive portion 501 a, while userswho are likely to use the interactive portion 504 receive both theinteractive portion 501 a and the other portion 501 b.

Although example embodiments are described above, the various featuresand steps may be combined, divided, omitted, rearranged, revised and/oraugmented in any desired manner, depending on the specific outcomeand/or application. Various alterations, modifications, and improvementswill readily occur to those skilled in art. Such alterations,modifications, and improvements as are made obvious by this disclosureare intended to be part of this description though not expressly statedherein, and are intended to be within the spirit and scope of thedisclosure. Accordingly, the foregoing description is by way of exampleonly, and not limiting. This patent is limited only as defined in thefollowing claims and equivalents thereto.

We claim:
 1. A method comprising: determining, by a computing device, alevel of user interaction with interactive features associated with aplurality of first media assets outputted via a user device associatedwith a user; comparing the level of user interaction with theinteractive features to an interactivity threshold; determining, from anon-interactive version of a second media asset and an interactiveversion of the second media asset and based on comparing the level ofuser interaction with the interactive features to the interactivitythreshold, a determined version of the second media asset to send to theuser device; and sending, to the user device, the determined version ofthe second media asset.
 2. The method of claim 1, wherein thedetermining the level of user interaction with the interactive featurescomprises determining user device features used by the user to interactwith a first media asset of the plurality of first media assets.
 3. Themethod of claim 1, wherein the determining the level of user interactionwith the interactive features comprises determining that the userrequested an interactive portion of a first media asset of the pluralityof first media assets to be outputted by a second user device associatedwith the user.
 4. The method of claim 1, further comprising determiningthe determined version of the second media asset based on a profile ofthe user indicating a preference for engaging with interactive featuresfor media assets of a type corresponding to the second media asset.
 5. Amethod comprising: determining, by a computing device, a level of userinteraction with interactive features associated with a plurality offirst media assets outputted via a user device associated with a user;determining, from a first interactivity format for a second media assetand a second interactivity format for the second media asset, and basedon comparing the level of user interaction with the interactive featuresto an interactivity threshold, a determined interactivity format for thesecond media asset; and sending, to the user device, a version of thesecond media asset, wherein the version of the second media assetcorresponds to the determined interactivity format for the second mediaasset.
 6. The method of claim 5, wherein the determining the level ofuser interaction with the interactive features comprises determining aninteractivity format for a first media asset of the plurality of firstmedia assets.
 7. The method of claim 5, wherein the determinedinteractivity format for the second media asset corresponds to nointeractive features.
 8. The method of claim 5, wherein the determinedinteractivity format for the second media asset corresponds to aninteractive button feature.
 9. The method of claim 8, wherein thedetermined interactivity format for the second media asset correspondsto navigation controls.
 10. The method of claim 9, wherein thedetermined interactivity format for the second media asset correspondsto a chat feature, to be outputted by a second user device associatedwith the user, for initiating a chat session with a salesrepresentative.
 11. An apparatus comprising: one or more processors; andmemory storing instructions that, when executed by the one or moreprocessors, cause the apparatus to: determine a level of userinteraction with interactive features associated with a plurality offirst media assets outputted via a user device associated with a user;compare the level of user interaction with the interactive features toan interactivity threshold; determine, from a non-interactive version ofa second media asset and an interactive version of the second mediaasset and based on comparing the level of user interaction with theinteractive features to the interactivity threshold, a determinedversion of the second media asset to send to the user device; and send,to the user device, the determined version of the second media asset.12. The apparatus of claim 11, wherein the instructions, when executedby the one or more processors, cause the apparatus to determine userdevice features used to interact with a first media asset of theplurality of first media assets.
 13. The apparatus of claim 11, whereinthe plurality of first media assets and the second media asset comprisea same genre.
 14. The apparatus of claim 11, wherein the non-interactiveversion of the second media asset comprises a consumable asset having nointeractive features.
 15. The apparatus of claim 11, wherein theinteractive version of the second media asset comprises a consumableasset having one or more interactive features.
 16. The apparatus ofclaim 15, wherein the one or more interactive features comprise one ormore of a button, navigation controls, or chat.
 17. An apparatuscomprising: one or more processors; and memory storing instructionsthat, when executed by the one or more processors, cause the apparatusto: determine a level of user interaction with interactive featuresassociated with a plurality of first media assets outputted via a userdevice associated with a user; determine a first interactivity formatfor a second media asset and a second interactivity format for thesecond media asset; determine, from the first interactivity format forthe second media asset and the second interactivity format for thesecond media asset, and based on comparing the level of user interactionwith the interactive features to an interactivity threshold, adetermined interactivity format for the second media asset; and send, tothe user device, a version of the second media asset, wherein theversion of the second media asset corresponds to the determinedinteractivity format.
 18. The apparatus of claim 17, wherein theplurality of first media assets and the second media asset comprise asame genre.
 19. The apparatus of claim 17, wherein the determinedinteractivity format for the second media asset corresponds to nointeractive features.
 20. The apparatus of claim 17, wherein thedetermined interactivity format for the second media asset correspondsto one or more interactive features.
 21. The apparatus of claim 20,wherein the one or more interactive features are provided to a seconduser device associated with the user.
 22. The method of claim 1, whereinthe determining the determined version of the second media asset isbased on information indicating different interactivity thresholds fordifferent versions of the second media asset.
 23. The method of claim 1,wherein the determining the level of user interaction with theinteractive features comprises determining, by the computing device, afrequency of use of an accelerometer of the user device.
 24. The methodof claim 1, wherein the determining the level of user interaction withthe interactive features comprises determining, by the computing device,a frequency of use of global positioning system (GPS) capabilities ofthe user device.
 25. The method of claim 1, wherein the determining thelevel of user interaction with the interactive features comprisesdetermining, by the computing device, a frequency of use of a camera ofthe user device.
 26. The method of claim 1, wherein determining thedetermined version of the second media asset further comprisesdetermining a first interactive version of the second media assetcomprising a first level of interactivity and determining a secondinteractive version of the second media asset comprising a second levelof interactivity.
 27. The method of claim 1, wherein the determining thedetermined version of the second media asset further comprises:determining a bandwidth of a network used to send an interactive versionof a first media asset of the plurality of first media assets to theuser device; and determining, based on the bandwidth satisfying abandwidth threshold, the determined version to comprise the interactiveversion of the second media asset.
 28. The method of claim 1, furthercomprising: increasing the interactivity threshold based on a bandwidthof a network, used to send an interactive version of a first media assetof the plurality of first media assets to the user device, not exceedinga bandwidth threshold.
 29. The method of claim 1, further comprising:decreasing the interactivity threshold based on a bandwidth of anetwork, used to send an interactive version of a first media asset ofthe plurality of first media assets to the user device, exceeding abandwidth threshold.
 30. The method of claim 1, further comprising:sending the non-interactive version of the second media asset based ondetermining that the user did not interact with interactive features ofa prior media asset of the plurality of first media assets.
 31. Themethod of claim 1, further comprising: determining that the user deviceis capable of presenting interactive features of the second media asset;and determining the determined version of the second media asset tocomprise the non-interactive version of the second media asset.
 32. Themethod of claim 1, further comprising determining the determined versionof the second media asset based on a profile of the user indicatingpermission to access one or more interactive capabilities of the userdevice.